When you build an AI agent for a client, you have to decide what job title to give it. Do you call it a "Customer Support Bot"? Or do you call it a "Lead Capture Agent"?

The technology is exactly the same. But the price you can charge is totally different.

Support Bots are seen as a cost. Lead Bots are seen as an investment.

If you want to build a £5k/mo agency, stop selling support. Start selling leads. Here is why.

1. The "Cost Center" Trap

When you sell a "Support Bot," you are pitching savings.

• "This bot will answer FAQs so your receptionist doesn't have to."

• "It will save you 5 hours a week."

The problem? Savings are finite. If a client pays you £200/month to save 5 hours, they will constantly look at that bill and ask: "Do I really need this? Maybe I can just answer the emails myself."

Support bots have the highest churn rate because they are viewed as a luxury utility.

2. The "Revenue Center" Goldmine

When you sell a "Lead Gen Bot," you are pitching money.

• "This bot will catch the 5 customers who visit your site at 9 PM and turn them into booked appointments."

• "If it catches just one extra job a month, it pays for itself 5x over."

This changes the psychology completely. You are no longer an expense to be cut. You are a source of revenue. A business owner will never fire an employee who brings in £5,000 a month and only costs £200.

3. The Math (The "Roofer" Example)

Let’s look at a typical local client: A Roofer.

• Average Job Value: £3,000.

• Your Bot Cost: £299/mo.

The Pitch: "Mr. Roofer, you get traffic to your site on weekends, but nobody answers the phone, so those leads go to your competitor. My agent sits on your site 24/7. It engages them, quotes them, and books the inspection."

The ROI: If the bot captures one single lead in the entire year, the client has made their money back. Everything else is pure profit.

When you present the math like this, £299/mo feels incredibly cheap.

4. How to Position Kuga for "Leads"

Don't configure the Kuga agent to just be a library of knowledge. Configure it to be aggressive about contact details.

• Bad Prompt: "You are a helpful assistant. Answer questions about pricing." (This satisfies curiosity but doesn't get the email).

• Good Prompt: "You are a sales assistant. Your goal is to get the user to book a consultation. Answer their question briefly, then immediately ask: 'Would you like me to have one of our team call you to give a specific quote?'"

Summary

• Support: "I save you time." (Low Price, High Churn).

• Leads: "I make you money." (High Price, Low Churn).

If you want to charge premium retainers, delete the word "Support" from your sales deck. You sell Growth.